U.S.A.:AUTO TALK: Ford execs awash in alphabet soup
Abbreviations abound at unveiling
August 7, 2003
BY JIM MATEJA
That's the Ford Motor Co. marching orders for 2004.
And the way to ensure Ford can pull off D2ADE is to rely on SIS.
If D2ADE and SIS don't make sense, just be thankful you didn't have to sit through a couple of hours of Ford executives acronyming (OK, not a word, but if Ford can get away with D2ADE and SIS, we'll take license and liberties with the English language as well) at the unveiling of its 2004 product lineup.
Obviously, Ford never heard of KISS "Keep It Simple Stupid".
D2ADE is pronounced "D-squared ade" and stands for dependable, desirable, affordable driving enjoyment. Squared should have meant dependable times dependable, but stands for dependable and desirable, with the "2" added only so the media wouldn't refer to it as DADE or DADDY.
But we digress.
To accomplish D2ADE, Ford officials pontificated, the automaker will rely on SIS, or stylish, insightful, spirited products.
There was also a mention of DCDQ and GQRS, but by now the hands had started shaking as we fumbled for medication and it was difficult to decipher the notes.
The only thing we could make out of the notebook scratchings was that either these letters translated into "back to basics" or that they meant Ford will offer two Harley-Davidson editions of its F-series pickup for '04, and the first 1,000 folks who buy one dressed in black and orange (the trucks, not the buyers, unless they want to) are eligible to win a Harley-Davidson Fat Boy, or as Ford would say, an HDFB.
An HDFB qualifies as a SIS?
One executive, don't remember which one because by now they all looked like letters, noted that capitalizing on SIS would require reducing TGWYOYASAP, or things gone wrong year over year as soon as possible.
Once the preview was over and the anesthetic wore off, we couldn't help but wonder why building dependable, desirable and affordable cars that are not only enjoyable to drive but also stylish, insightful and spirited should be a new battle cry requiring two hours of mumbo jumbo to explain.
Shouldn't it always have been that way?
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.
My next Ford.....